August Web Traffic and Online Advertising Driven by School Start Campaigns

by , Sep 29, 2006, 3:00 AM
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August Web Traffic and Online Advertising Driven by School Start Campaigns

Nielsen//NetRatings announced the top 10 fastest growing shopping destinations with back to school online advertising campaigns. Ebags.com took the No. 1 spot, growing 118 percent from a unique audience of 582,000 in July to 1.3 million in August 2006. Office Max followed at No. 2, while LLBean.com rounded

out the top three, growing 16 percent.

Heather Dougherty, senior retail and travel analyst, Nielsen//NetRatings, said "Online back to school shoppers look for a wide selection, good prices and a way to avoid crowds. Parents are motivated by online coupons and other promotions, while kids are increasingly becoming educated online shoppers in their own right."

Top 10 Fastest Growing Shopping Destinations with Back to School Online Advertising Campaigns (U.S., Home and Work)

Site

Jul'06 UA (000)

Aug'06 UA (000)

% Growth

Ebags.com

582

1,268

118%

Office Max

2,334

2,844

22%

llbean.com

2,372

2,754

16%

Staples

5,626

6,325

12%

Office Depot

4,022

4,519

12%

Kohls.com

4,804

5,308

10%

JCPenney

7,881

8,613

9%

Amazon

37,595

40,992

9%

Target

19,812

21,421

8%

Circuitcity.com

8,351

8,528

2%

Source: Nielsen//NetRatings, September 2006

Most of the fastest growing online shopping destinations also saw an increase in the number of image-based online advertising impressions from July to August 2006. J.C. Penney, Kohl's and Staples saw the biggest jump in online advertising, increasing 1,226 percent, 450 percent and 296 percent, respectively.

Dougherty said "Back to school retailers can maximize their ROI by running strong online advertising campaigns in the few weeks before the school year begins. July is too early to reach most families, whose kids start the school year right before or right after Labor Day."

Image-Based Online Advertising Impressions for Fastest Growing Shopping Destinations (U.S., Home and Work)

Company

Jul'06

Impressions

Aug'06

Impressions

%

Growth

(000)

(000)

Ebags

7,313

8,278

13%

OfficeMax, Inc.

1,088

893

-18%

L.L. Bean, Inc.

57,565

52,202

-9%

Staples, Inc.

16,330

64,660

296%

Office Depot, Inc.

12,355

8,710

-30%

Kohl's Illinois Inc.

14,009

77,025

450%

J.C. Penney Company, Inc.

33,437

443,220

1226%

Amazon.com, Inc.

338,772

435,948

29%

Target Corporation

235,426

514,472

119%

Circuit City Stores, Inc.

496,542

437,445

-12%

Source: Nielsen//NetRatings AdRelevance, September 2006

Top 10 Parent Companies Combined Home & Work (August 2006)

Top 10 Brands Combined Home & Work (August 2006)

Unique Audience (000)

Time Per Person(hh:mm:ss)

Unique Audience (000)

Time Per Person(hh:mm:ss)

1. Microsoft

116,596

2:09:03

1. Yahoo!

106,711

3:15:29

2. Yahoo!

107,109

3:15:25

2. MSN/Windows Live

98,546

1:51:27

3. Time Warner

103,392

4:25:09

3. Google

97,354

1:05:06

4. Google

98,861

1:06:39

4. Microsoft

92,148

0:44:00

5. eBay

65,584

1:36:48

5. AOL

74,530

5:29:42

6. News Corp. Online

63,614

1:43:19

6. eBay

59,152

1:36:16

7. InterActiveCorp

58,441

0:28:59

7. MySpace

49,178

1:59:37

8. Amazon

48,744

0:25:30

8. MapQuest

44,515

0:11:37

9. Walt Disney Web Grp

40,417

0:39:30

9. Amazon

40,992

0:23:45

10. New York Times Co

39,892

0:14:12

10. Real Network

37,060

0:54:23

Source:Nielsen//NetRatings

Top 10 Advertisers by Estimated Spending (August 2006)

Advertiser

Total Estimated Spending

Impressions (000)

1. GUS Plc

$82,255,600

43,956,603

2. Netflix, Inc.

$33,186,300

14,984,678

3. United Online, Inc.

$19,395,600

5,791,629

4. Skype Technologies S.A.

$19,178,700

3,221,316

5. NexTag, Inc.

$19,128,800

10,831,769

6. Verizon Communications, Inc.

$18,176,900

5,075,633

7. Dell Computer Corporation

$17,753,000

7,146,209

8. Low Rate Source

$12,609,700

8,098,263

9. Echostar Communications

$11,491,000

3,555,565

10. QuinStreet

$10,939,100

2,550,929

Source: Nielsen//NetRatings AdRelevance

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